RELIEF PET HOUSE by Hakuhodo Tokyo for Jspca

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RELIEF PET HOUSE

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Industry Pet Food, Pet Care Products & Services, Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Hakuhodo Tokyo
Director Yuki Saito
Executive Creative Director Tomoshi Saida
Art Director Katsuhiko Suzuki
Copywriter Keiichi Sasaki
Designer Ami Nakaya, Hiroki Tatebayashi
Producer Hirofumi Nobuta
Photographer Takahiro Kojima, Kohei Suzuki
Account Supervisor Fumiaki Sendai
Released January 2012

Credits & Description

Category: Small Scale Special Solutions
Advertiser: JSPCA
Product/Service: RELIEF PET HOUSE
Agency: HAKUHODO
Executive Creative Director: Tomoshi Saida
Copywriter: Keiichi Sasaki
Art Director: Katsuhiko Suzuki
Photographer: Takahiro Kojima/Kohei Suzuki
Account Supervisor: Fumiaki Sendai
Producer: Hirofumi Nobuta
Account Manager: Takayoshi Hase
Planner: Toru Yasukawa
Other Credits: Yasuhiro Motobe (Production Manager)
Designer: Ami Nakaya
Director: Yuki Saito
Offline Editor: Tatsuro Warikata
Post Production Supervisor: Shinya Imoto
Online Editor: Ryusuke Fukushima
Sound Mixer: Takanobu Sekiya
Music Composer: Hirotaka Matsuoka
Printing Director: Hideo Furuya
Designer: Hiroki Tatebayashi
Planner: Daisuke Yosumi
Motion/ Graphic Designer: Hirotaka Kusanagi
Copyriter (English): Michael Glenn

Ambient Execution Description
A pet house constructed from a cardboard box, which contained relief goods

CHALLENGE
In 2011, an unparalleled earthquake struck Japan. The Animal Relief Headquarters struggle with animals remaining in crisis due to humans retaining priority in rescue. Pets had lost their owners and private space. To immediately provide displaced animals with a safe haven.

IDEA
Reuse cardboard boxes, which contained relief goods, as temporary pet houses. By slightly changing the way they are cut, boxes could be used for shipping and as pet shelter. They previously disposed after use were reused to relieve pets’ stress and make refugees and pets could live together.

RESULT
Used in 72 animal shelters for 3,000 pets. It became a hot topic in the various media. 88 companies, NGOs and universities collaborated with us.
February, 2012. Fukushima animal shelter closed down. Services no longer needed. All 329 pets it housed found new homes.
The Pet House not only played a role in the shipping of relief goods and reduction of waste. It also gives peace of mind to people who love their pets.